Laura Geller eyes expansion following private equity firm’s backing

Color cosmetics company Laura Geller Beauty has partnered with Connecticut-based Tengram Capital Partners, LLC, as it looks to expand its reach in both local and global markets.

Tengram focuses exclusively on middle-market consumer and retail companies championing highly recognizable brands, and make-up artist and firm founder Laura Geller, expressed her excitement about the new partnership and the growth prospects for the business.

"The Laura Geller Beauty brand has always positioned itself as a premium color cosmetics collection that fits into every woman's lifestyle, regardless of where she lives, what she does or what she wears,” she says.

“Our partnership with TCP will accelerate my dream of delivering innovative, relatable and meaningful products to more women domestically and abroad."

Area of expertise

Tengram invests and partners with companies across the consumer sector. The firm invests in strong brands and management teams and acts as a catalyst to drive the growth of the companies in which it invests.

The company’s principals have significant consumer expertise and focus on certain segments; with health and beauty one of those arenas.

"In addition to her long- standing reputation in the industry, we have tremendous respect for what Laura has been able to accomplish with the Laura Geller brand, which has had tremendous success through its key retail partnerships with QVC and ULTA," said Richard Gersten, Partner of Tengram.

"We are very much looking forward to working with her and the team to drive the brand's continued expansion, while also strategizing new areas of growth for the Company."

Make-up history

Laura Geller Beauty is well known in the States in the "baked" category of make-up. It was also one of the first brands to introduce "primer", now one of the leading cosmetic categories, called Spackle.

Built around the idea that many women are uncertain about how to properly apply make-up, the Laura Geller brand incorporates how-to makeup education elements with easy-to-use, multi-tasking products to simplify and improve women's makeup routines.

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